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}
				
当前位置: 首页 > 售后 > 艺源智库
小程序商城丨布局开放生态 百度智能小程序更对开发者胃口
时间:2019-02-21 11:00:27
文章发布:李阳
原创作者:未知
来源:互联网

互联网行业当一个颠覆性的应用形态出现后,就容易在原有的版图上撕开一个口子,并引发行业竞争格局的改变。当下,处在风口浪尖的小程序就是这样一粒棋子。


去年微信大张旗鼓地将小程序推到了前台,支付宝低调跟进并推出了小程序。今年百度高调入局,推出了智能小程序,“三国杀”的局面再现。究竟哪一家能在小程序的战场上胜出?这方面,可能里子比面子重要,能否解决用户实际问题是关键所在。在这一背景下,不妨围绕着场景、应用丰富度和生态构建三个战场的实力对抗去对比一番,对比之后,也许会发现,这是一场开局就注定了结果的战役。


场景PK:谁真正能缩短用户的路径?


微信、支付宝、百度三家均在小程序上投入重兵,但到底哪家的场景更具价值,能真正缩短用户的路径呢?


小程序商城丨布局开放生态 百度智能小程序更对开发者胃口-艺源科技


从用户规模上看,微信有10亿的月活跃用户;支付宝有8.7亿的活跃用户;相比,百度APP的日活用户规模也超过了1.5亿。从用户体量上看,三家平台入口地位不相伯仲。


但小程序的引入到底能发挥多大的能量,不能只看广泛意义上的用户和流量,更准确地讲,要看“目标逻辑”下的有效流量,以及用户的使用习惯和体验逻辑。


微信的小程序前期经历了一段迷茫期,在开始推出时,不少开发者投入了较大热情,结果为了避免对用户朋友圈和社交行为产生干扰,入口过少,让小程序成了“黑匣子”,用户触达的门槛太高,大大稀释了开发者的积极性。而后,微信新增了公众号跳转、下拉页面、搜索等超过多个入口,才解决了小程序流量枯竭的问题。虽然加入了更多的入口,微信在建立小程序的用户使用习惯上,依然是强硬导入。短期看,这一点无法改变,因为微信的社交场景本身就与小程序存在两张皮的问题,只能硬捏在一起。


再来看百度智能小程序。相比微信,有搜索大本营加持的百度,在小程序的用户导入逻辑上要清晰很多。比如生活中大家经常会遇到想查自己汽车有没有违章的问题,此时只要在百度APP的搜索框里检索“违章查询”、“查违章”等关键词,在搜索结果页中就可以看到“齐天大圣查违章”的小程序,会直接出现违章查询、缴费等功能入口,用户只要输入车牌或上传行驶证照片,以及车辆的发动机号,就可以直接查询了。


齐车大圣 CTO 孙熙透露过一组数据,百度智能小程序的活跃度要比微信、支付宝的小程序高出200%,百度带来的用户也是更多的,比微信和支付宝高了将近270%。在短短50天的时间内,全网的DAU增长了370%。这是因为百度智能小程序有着很多天然的优势,因为百度天然就是用户各类需求的入口,这是微信和支付宝都比不了的。在各平台搜索“查违章”的结果可见,智能小程序与百度App搜索结果自然融合更直观,可以让用户直接使用,而阿里、腾讯的产品,都需要用户在众多小程序中进行筛选,令许多同质的小程序被淹没。


稍微有一些尴尬的是支付宝小程序。支付宝虽然有8.7亿的活跃用户,但商业、电商、支付等场景是低频服务,且处于火车票、违章、名片、订票等应用的下游,使用逻辑上就有些割裂了。举一个例子,用户要想玩一款小游戏,会打开支付宝小程序吗?显然不会!用户如果要购买火车票,会在百度搜索、下单,到了支付环节,才轮到支付宝上场。


这注定了看似用户到各家小程序的路径差不多,但其实有效路径和目标逻辑上却有天壤之别,直接决定了转化效果。


应用丰富度PK:谁是海纳百川的那一个?


对用户来说,如果面对一个低频的应用,安装、打开APP形态的成本较高,所以即插即用的小程序成了大势所趋。而且小程序的较量会是一个持久战,当前仅仅是聚齐了玩家,接下来会考量每一家平台所覆盖小程序的丰富度、多样化指标。


而一旦进入了比拼丰富度、覆盖数量种类的阶段,传统意义上的收藏、服务界面增加入口等方式很容易失效。换句话说,你的APP入口再多,也不可能给上千种小程序提供一个“门牌号码”,即使给了,用户挨家挨户去找的话,所谓的便捷性也会大打折扣了。归根结底,这还是一个匹配和对接的问题。


目前从小程序应用的丰富度和数量上来看,微信由于抢跑了一年多时间,在电商、游戏、娱乐等类别上表现较为突出。根据阿拉丁小程序平台发布的《2018年7月微信程小程序TOP100榜单》,游戏、网络购物、出行服务是排名前三的领域,但总体看,在TOP50中,小游戏几乎占了接近一半的比例。可见微信小程序虽然逐步走向了成熟,但在应用覆盖上呈现出了头部过度集中的现象,自然而然地会对中长尾更低频的应用产生了排斥,很难做到海纳百川。


再来看一下支付宝小程序的覆盖情况。我们咨询了一些身边的朋友,使用支付宝小程序的比例较低,即便使用的话,也仅仅限于充电、哈罗单车等局部应用,种类和丰富度上远不及微信和百度。道理很简单,支付宝更厉害的地方不仅仅是支付,还有芝麻信用分免押的优势。所以,哈罗单车、充电等与免押金强捆绑的服务,在支付宝上应用频次较高。


在应用覆盖度上,百度在小程序的匹配、分发和对接上,可能具有先天的潜力和优势。得出这一结论就在于百度有一个天然的搜索入口,用户只要在搜索框里检索,就能直接在结果页中对接小程序,这等于将海量的中长尾小程序应用从“有形”化为了“无形”。


从封闭到开放,生态构建决定了长跑能力


毫无疑问,大量的低频、长尾需求要依靠小程序这样的路径来满足,这些小程序恰恰离不开庞大的开发者的前赴后继。对于开发者来说,流量和入口固然重要,但这仅仅是一方面,开发门槛的高低、流量的对接和导入、商业变现的多寡等,都会直接影响小程序所构建的生态的规模和商业价值。


在构建小程序生态上,微信对外提供了开放的小程序的开发框架、运营指引等全方位的支持,但微信向来本着做封闭系统的思路,会留给下游更多的服务机会,所以小程序火爆了以后,冒出来了一大批的小程序开发商、托管运营服务商及链条上各式的赋能机构。只不过,某种程度上这也暴露出了一个问题:微信小程序还没到极简的程度。


相比,百度智能小程序一出手就从能力开放和生态构建上打出了关键牌。


从开发上看,已经在其他平台有现成小程序的开发者,只需要改几行代码,就可以上线百度智能小程序了,这几乎是零进入门槛。


从AI能力开放来说,百度将图像识别、人脸识别、语音识别、自然语言理解等AI能力,以及AR、VR沉浸式的交互技术,直接开放出去。比如文章开头提及的违章查询小程序,用户只要上传驾驶证,小程序就可以自动图像识别车型、发动机号等功能,不用打字输入一长串数字的背后正是百度AI能力的支撑。


另外一方面,百度还将小程序延伸到了哔哩哔哩、58 同城等第三方APP上,让用户可在第三方APP上直接调取小程序,相比,微信、支付宝只能在自家地盘上玩。


小程序已经是腾讯、阿里、百度三大巨头接下来的重要战场。相比于当年的应用商店之战,小程序大战要复杂很多,是否有足够大的用户和流量支撑;能否匹配和对接海量的小程序应用;能不能在人工智能的支撑下,形成开放的小程序开发和服务生态……这些都可能决定了小程序未来竞争的结局。总体来看,小程序之战,是一场马拉松比赛,耐力比爆发力更加重要。


小程序开发
标签: 微信的小程序
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